EPRG framework: A firm having a presence in the global market has to decide the manner in which it will enter and operate there. Firms in the international. Different attitudes towards company’s involvement in international marketing process are called international marketing orientations. EPRG. EPRG Approach Aakash Kumar Gaurav Kataria Rahul Ujjainwal Ethnocentric Management orientation – Home country orientation.

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Even if consumer needs or wants in international markets differ from those in the home country, those differences are ignored at headquarters. They possess a strong regional identity. A particular region with certain important common marketing characteristics is regarded as a single market, ignoring national boundaries. If a return is submitted after the due date, the following consequences will be applicable: In these companies, opportunities outside the home country are ignored.

This framework addresses the way strategic decisions are made and how the relationship between headquarters and its subsidiaries is shaped. Orientation towards international operations by a company, which consider each market differ from other and hence applies different technique in different market.

This develops an affiliated corporate culture and aids transfer core competences more easily. Plans for overseas markets are developed utilizing policies and procedures identical to those employed at home.


epg The assessee will be liable for penal int There are many ma These policies entail high cost. To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations — Ethnocentrism Polycentrism Regiocentrism Geocentrism.


A person who assumes his or her home country is superior compared to the rest of the world is said to have an ethnocentric orientation.

On the incomes they have earned themselves. Once sufficient information is obtained about national market condition, target segment could be identified on a regional or global basis, and the appropriate strategies developed. This usually results in the maximum degree of geographic decentralization as local managers are recognized as being psychologically close to markets, environments orientattion customers.

It entails minimum risk on the part of the firm. Local personnel and techniques are best suited to deal with local market conditions.


Similarly, if a company focuses its attention on the Europe, company follows regiocentric approach. The general attitude of a company’s senior management team is that nationals from the company’s native country are more capable to drive international activities forward as compared to non-native employees working at its subsidiaries. The management of a company has to decide the type of orientation that a firm should give to its overseas marketing operations.

When they look to new markets they rely on what they know and seek similarities with their own country.

The main disadvantages are that national immigration policies may put limits oriientation its implementation and it ends up expensive compared to polycentrism. Today in the era of globalization, this approach is not popular. It is responsible for administering following direct taxation acts passe Orientation towards international operations by a company, which recognises the common features in countries belonging to a particular geographical region and hence applies the same strategy in all the ofientation in a particular region.


This approach is more successful in areas such as production and research than in marketing. International marketing is no longer remain only to the traditional technique of producing goods in one country and export to other countries, it includes movement of all factors of production, such as Raw materials, human skills, finance, machinery, technology etc.

Each return form has two forms of acknowledgements attached to it. The suitability of EPRG orientation may orientationn not only from company to company but also from-j one marketing decision area to another within the same firm.

What is an EPRG Framework in International Marketing?

This perception mitigates the chance of cultural myopia and is often less expensive to execute when compared to ethnocentricity. Such companies are sometimes called domestic companies. To overcome from this problem one should adopt EPRG Framework, which identifies four types of orientation towards internationalisation of business operations —.

The basic assumption of this approach is that all human beings are alike.